Assessment One: Marketing Opportunity AnalysisSerial is a Sydney-based company that has just launched a new breakfast cereal called Calorie Crunch. Serial aims to provide healthy, affordable breakfast cereals that can appeal to an older target market. Calorie Crunch is a low carb, low fat and calorie cereal that contains organic nuts to provide a healthier and more environmentally friendly breakfast option. The purpose of this report is to analyze current and future trends in the macro environment that will impact the product. The macro environment consists of all the external forces outside of the company's control that will impact performance and planning. The macro environment consists of six main forces; Demographic, economic, natural, technological, political and cultural data that will be discussed in this report. Demographic Environment Demographic data is described as the use of statistics to study the size, density, age, sex, race, or occupations of the human population. Calculating demographic trends can help predict future trends that will provide insight into target markets and evolving structures. For example, an essential structure in choosing the target market for cereals was the changing age structure. The Australian Bureau of Statistics shows that people aged over 65 in 1970 made up 8% of the population; this percentage increased to 13% in 2001 and is expected to increase further within the next 40 years to almost double, reaching approximately 25%. This drastic increase in the population aged 65 and over is associated with decreasing birth rates and increasing life expectancy. Due to the increasing age and future market, it was important to target the...... middle of paper ......spxhttp://lowfatcooking.about.com/od/healthandfitness/a/10foodtrends . htmhttp://www.activehealthycommunities.com.au/content/case-study-how-market-healthy-foods-make-profit-0http://www.health.gov.au/internet/healthyactive/publishing.nsf/ content/eatinghttp://www.australianmade.com.au/benefits/http://ama.com.au/node/3033http://www.ncbi.nlm.nih.gov/pubmed/9561644http://www. ecoliteracy.org/downloads/linking-food-culture-health-and-environmenthttp://doyourpart.com/eco-news/cereal-in-recycled-packaging-could-harm-health/http://www.heartfoundation. org.au/INFORMATION-FOR-PROFESSIONALS/DATA-AND-STATISTICS/Pages/default.aspxhttp://www.daa.asn.au/http://www.foodstandards.gov.au/consumerinformation/fortification/http: //www.legislation.nsw.gov.au/viewtop/inforce/subordleg+250+2010+cd+0+Nhttp://www.comlaw.gov.au/Details/F2007C00749/Html/Text#param4